To measure search well, watch Youtube

Youtube masterminded how to turn engagement into insights. Whether search or their feed, you can learn from how they learn from you! They:

• Create low-friction, sticky, addictive little interactions you do subconsciously on the surface. How often have you found yourself hovering over a video on your feed?
• Give you many actions to take on a video, even from search results themselves (bookmark, share, etc)
• Treat their monetization (ads) more as a guardrail. They know engaging you with a sticky, (dare I say habituating) experience drives user growth which will lead to growth

When you’re measuring your search, think how you can hack top of the funnel, like Youtube. Focus on the experience, not conversions. Trust the rest will follow

-Doug

​

​

This is part of Doug’s Daily Search tips - subscribe here